Affiliate Idea Factory

Agencies have spent years betting that proprietary AI platforms would set them apart. A Gartner note published last week put a deadline on how long that bet has to pay off.

WPP developed WPP Open and Omnicom launched Omni, while indies like Max Connect built tools like Kudos. (Other examples include Stagwell’s The Machine, Havas Converged, PMG’s Alli, Horizon’s Blu, and Meet The People’s MTP Intelligence). In most cases, these tools centralize data capabilities, enterprise software access and proprietary AI media planning and creative tools – providing operational glue between formerly disparate agency portfolios.

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Earned media used to mean landing a headline in a major news publication. Now, it’s more likely a mention from a TikTok news explainer or creator-led podcast. As audiences increasingly turn to social media for news — and LLMs challenge publishers’ distribution dominance — some brands are starting to earmark earned media dollars for news-adjacent creators.

Brands like Tropicana’s Naked Smoothie, NASCAR and even AI tech companies are looking to news-driven creators to play a larger role in their traditional earned media strategy. The power dynamics are, at times, changing from legacy media to creators with niche audiences. 

“In a lot of ways, creators are almost becoming this new version of late night or morning shows,” said Mercedes Barba, director of public relations and business advisory at UnderCurrent talent management firm. Think news-adjacent creators — reacting to reality television, explaining movies and man-on-the-street interviews.

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